When faced today with yet another suggestion for one of our clients to ‘support’ an editorial piece and their loyal specifiers with profile advertising, it got me thinking…who really thinks that this is a good idea?

Does either the Specifier orthe Building Product Manufacturer actually know what they are agreeing to here?

Content creation should always be particularly high on your list of priorities. As discussed in our previous post ‘How to measure the value of blog content’, it really is one of the most effective ways for construction marketers to demonstrate their expertise, sell their services and appear high in search.

However, as much as content is crucial to any business, you should always have a justifiable reason for writing a particular post or case study in the first place. Not only will this enable you to write more effectively, it will enable you to avoid wasting precious working hours on a blog post that serves no real purpose.

The suggested headline for this blog post is hilarious but totally unprintable, suggested by the very entertaining group technical editor of Building, Thomas Lane.

I’d love to use his brilliant witty headline, as the spirit in which it was delivered was reflected throughout the evening. The Building Awards 2015 was a very glamourous affair; however surpassing the glamour was a more down to earth feeling.